PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK ZAP DI KOTA MALANG

This study aims to analyze the influence of Brand Ambassador, Brand Image, and Word of Mouth on purchasing decisions of ZAP products in Malang City. The research method used is quantitative, with data collection through questionnaires distributed to ZAP product consumers. The obtained data were analyzed using multiple linear regression to observe the effect of each independent variable on the dependent variable. The results of the study indicate that Brand Ambassador and Brand Image do not have a significant effect on purchasing decisions, whereas Word of Mouth has a significant influence on purchasing decisions.